In light of these digital experiences, what does a purchase decision look like today? [Give example of how a consumer interacts with all these channels that is relevant to the customer’s industry.]Previously if a consumer wanted to purchase golf clubs, they would simply go to the store, perhaps take a swing, and purchase some clubs. Today, the purchasing cycle is highly fragmented. Consider this example: John, who is a 32 year old with a wife and 2 kids, loves golf. This past weekend he was watching the PGA tournament and decided he wanted to get some new clubs. John gets on Facebook and updates his status asking for recommendations for new golf clubs. His friends all chime in saying they love the new Nike clubs and send him a link for a review. Using his tablet, he reads reviews from Golf Magazine and decides he needs to check these new clubs out in person. At the store he is able to use his phone to scan the barcode and do comparative shopping. He finds that he can get a discount online and makes the purchase. When he gets his email confirmation he gets a coupon to play a local course if he writes a review. Digital technology has fundamentally changed our way of life and the way consumers interact. Previously marketers had to make a decision between allocating ad spend between print, radio and tv. Now we have an abundance of options: Facebook, Twitter, YouTube, Tablets, Smartphones, Search, Email, Display, Online videos, Crowd Sourcing, Websites, Ecommerce, M-comerce Online Communities, the list goes on and on. How do you make smart decisions to allocate across those?
Traditionally marketing was a very linear process using one-way static channels…
Jean-Louis Serradilla - Adobe-Neolane - HUBFORUM Paris 2013